3. Know Your Audience

As with many things you'll learn here within the WA training, some things will overlap. Many marketing aspects do. As with Keyword research and menu navigation structure, it's a good idea to know exactly what your audience is seeking.

Because you have such a short window of time with first-time visitors, be sure you're giving them a quick synopsis of what they will learn on your landing pages. How it will benefit them, solve a problem, save time or make them better at whatever topic they are searching for. More on this in a bit.

4. Tailor Each Landing Page

What do you wish for your visitor to do? Is each of your landing pages (or home page) explicitly directing the visitor towards the desired action. Be it watch a video, download a free book, input an email address. Don't distract the visitor from other things. Some webmasters will even remove their sidebar or even their menu navigation in order to get the visitor to complete the action. Tailor it to suit your desired action.

And, as I mentioned, you can have several landing pages. Perhaps your home page does one thing, but you create a landing page for visitors from YouTube or another page for visitors seeking a downloadable document. You can vary this a number of ways.

Each action on each landing page can become a lead-in to other facets of your website. Yes, this can be a bit complicated at first. But, map it out with paper and pen. Yep, I still use paper and pen!!! I can't track all this in my head. But, once you've done it, you'll see how well this can work. It's much like viral marketing, but within your very own website.